5 tips to follow through with your customer satisfaction survey

Buying a scale doesn’t make you lose weight yet. You bought the scale, stand on it and do the baseline measurement. To change your weight, you will have to have a plan and implement it structurally. In a customer satisfaction survey, it doesn’t work much differently. You start with the baseline measurement to see where you stand. Then you perform a statistical analysis to gain insight into the main factors of customer satisfaction. Then you draw up an improvement plan and implement it structurally. Below are five steps to follow through with your customer satisfaction survey after the measurement is done.

1. Close the loop with every respondent to your customer satisfaction survey

When conducting customer satisfaction surveys among business-to-business (B2B) customers, it is crucial to engage in closing the loop. This is the process of responding directly to your customers’ feedback. This makes customers feel like they are being taken seriously. Customers can make suggestions and explain certain scores and problems. In turn, you can solve problems, improve the relationship and get inspiration to improve services. Our customer satisfaction survey software provides insight into individual responses, allowing each account manager to serve each customer personally.

2. See how you score compared to the trend

We aim to complete at least three customer satisfaction surveys with our customers. This creates useful trends in customer satisfaction. These trends provide insight into how far, in the eyes of the customer, you have improved as a company. Have you made effective improvements? We make suggestions for concrete improvements, you decide which ones to implement and we then measure the progress of your efforts.

3. Draw up action and improvement points from your customer satisfaction survey

Drivers are the aspects that have the most impact on customer satisfaction. We calculate the drivers from the customer satisfaction survey with statistical analyses. Drivers are the buttons you can turn to increase customer satisfaction. This could be, for example, technical support. If this is one of the drivers, you will have to improve on this to increase customer satisfaction. An improvement could then be: Offer a chatbot and share a page with ‘frequently asked questions’. This way, you can offer relatively quick solutions to common technical problems.

4. Dig through the open answers given in the customer satisfaction survey

Open answers are incredibly rich in information. This is also its danger; it is often overwhelming. However, open answers often contain concrete ideas with which you can increase the scores of the drivers. For this, you will have to perform a text analysis on the open answers. Sometimes there is even such a revolutionary suggestion among them that takes the company a big step ahead.

5. Develop strategy from the drivers

At the highest level, the insights can be used to develop the new strategy. This is where drives play a major role. When you know what your customers really find important, you can include this in the vision of the business or policy. This allows you to create focus. In the strategy, you can make choices based on facts rather than gut feelings. In this way, you create a customer-friendly strategy that makes a difference.

Interested in conducting your own customer satisfaction survey? Then click below.



Merel Eijkelkamp

Junior Project Manager